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't want to wear a helmet. he understood that wasn't going to be a good television shot. >> steve murphy worked with dukasis. >> they will not let you ride in the tank without wearing a helmet. >> john: it turned into this commercial. >> do ads like that really work. consultants think they do. they still rave about this ad. it ran only once, they say it changed all campaigns. it was the first negative ad to use fear and raw emotion. >> ten, nine, eight, seven, six, five, four, three, two, one --. >> these are the stakes we must either love each other or we must die. >> vote or die, pretty relevant. >> john: but pretty unfair. >> he worked on the bush campaign that ran this ad consoling 9/11 victims. >> i took ashley in my arms and embraced her. it was that moment we saw her eyes fill up with tears. >> you are playing this music and we are supposed to vote for this guy because she tears up. >> that is exactly what they did. the ad aired in ohio and it was pivotal. >> john: this ad also was aired. >> more men and women will go to work than ever before in our history. >> i see this ad comin
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